Human Rights Watch, a well-known human rights group, is outraged by Dunkin’ Donuts for releasing a “bizarre and racist” advertisement for their new chocolate doughnut — “Charcoal doughnut.”

The American brand name franchise launched a new campaign in Thailand early August, showing a woman covered in black face makeup, bright pink lips, and sporting a subtle grin. In her hand is a charcoal colored doughnut. “Break every rule of deliciousness” is the slogan that can be read at the very bottom of the controversial photo.

Human Rights Watch says the photo is reminiscent of 19th and early 20th century American stereotypes of African Americans. “Blackface” was a form of theatrical makeup used in minstrel shows, in which performers create a stereotyped caricature of a Black person for the entertainment of Caucasians. Blackface is now considered an offensive symbol of the racism era.